Mobilising content for mobile: Insights from Coca-Cola and Google
Low Lai Chow
Consumer loyalty, according to Rannajoy Roy, former ASEAN Digital Marketing Lead at Coca-Cola, is a thing of the past. On the contrary, the current marketing climate is all about marketer loyalty.
"We see ourselves as the dogs following our consumers," said Roy, speaking at the June 2015 edition of Content Conversations organised by content recommendation platform company Outbrain in Singapore. "It is we who have to be loyal to them. Consumers are (like) cats – they are frivolous, they like to flirt around with other brands… what we...